The only KPI a retention marketer should be thinking about..

This is the the most Important number in Retention Marketing nobody tracksEvery brand celebrates new customer count. On this week's episode, Jimmy Kim and Chase Dimond argue that's the wrong number to be proud of, and that the real moment that determines a customer's lifetime value is the second purchase, not the first.They break down why a first-time buyer isn't really a customer yet, just someone willing to give you a chance, and why the shift from trial to identity is the actual psychological threshold every retention program should be built around.What we cover:→ Why repeat purchase probability compounds after the second order, and what that means for your acquisition budget→ The psychological difference between a first purchase (trial) and a second purchase (identity)→ Why discounting the second purchase trains the exact behavior you don't want→ How to find your product's natural reorder window instead of guessing→ 5 concrete playbooks for the post-purchase window: post-purchase sequence, replenishment nudge, cross-sell, bounce-back offer, and subscription conversion→ The two numbers almost no brand tracks: cohort-based repeat purchase rate and median time to second orderIf you've ever wondered why your acquisition numbers look great but revenue feels flat, this episode explains where the leak actually is.Subscribe for new episodes every week.Thank you our friends at Omnisend and eCom Email Certified for sponsoring the podcast!Omnisend is an all in one eCommerce email and SMS marketing automation platform that enables marketers to engage customers and drive sales through personalized experiences. https://www.omnisend.com/sendit/Retention.com helps ecommerce brands turn anonymous website visitors into opted-in email subscribers, making it easy to grow your list with flexible, pay-as-you-go pricing. https://Retention.com?utm_source=send_it&utm_medium=podcastCreate Emails like Ads: getallan.com eCom Email Certified is a hands-on, results-driven program with a step-by-step guide to mastering retention marketing and driving serious results. Access over 25 hours of learnings and become a certified email & SMS marketer. Use code: SENDIT! for $300 OFF https://www.ecomemailcertified.com/______00:00 Intro01:12 New Customers Aren't Loyal03:29 Why Second Purchase Matters07:03 Trial to Identity Shift08:49 Omnisend Migration Sponsor10:57 Post Purchase Builds Trust13:25 Timing by Category16:19 Retention.com BFCM Sponsor17:29 Email vs SMS Phases19:16 Five Second Purchase Playbooks24:03 Ecom Email Certified Plug25:13 Measure Cohorts and Timing28:10 Wrap Up and Homework#retentionmarketing #ecommerce #emailmarketing #dtc #customerretentionSend It! is the podcast where Jimmy Kim and Chase Dimond break down everything retention marketing — email, SMS, and ecommerce growth.______Enjoying the pod? Subscribe to The eCom Email Marketer Newsletter for your weekly dose of retention strategy, actionable insights, & exclusive industry news! http://ecomemailmarketer.com/______Follow Jimmy & Chase on social!Follow Jimmy Kim at: https://x.com/yojimmykimhttps://www.linkedin.com/in/yojimmykim/https://www.instagram.com/yojimmykim/https://www.tiktok.com/@yojimmykim Follow Chase Dimond at: https://x.com/ecomchasedimondhttps://www.linkedin.com/in/chasedimond/https://www.instagram.com/chasehunterdimond/https://www.tiktok.com/@chasehunterdimondContact us at hellosenditpodcast@gmail.com for sponsorships, appearance requests, interviews, or general information!